2013-05-27

We would like to provide you with the final recommendations on the MUJI project and entering the Russian market.

•Careful entering to
main Russian cities: Moscow and St. Petersburg;

•First establishment
of common CONCEPT-STORE with an overall great range of main products in the
four categories discussed:

1) house
goods

2) office
goods

3) beauty
goods

4) accessories

• First stores in the
city – on the trade streets in the center (as company did in almost all the
other countries), like Nevsky or Arbat– the incentive to
make a separate from mall and unique impression on customers and provoke the
first wave of WOM;

•Then open stores in
main malls, such as Galeria in St. Petersburg and Tsvetnoy in Moscow;

•Traditional marketing
campaign of no direct ads with emphasis on opinion leaders and digital
promotion. (in this case mobile application may be used as well).

•No
need in
active ads campaign, thus no bright logo or motto should be applied
to;

•Brand penetration
should seem to be “naturally-going”, as being a niche product – there is
no need to take the whole market, as such a market doesn’t originally exist;

•Color
palette may
be emphasized, basic and local colors as grey, dark red or white may represent
the brand, for instance on the Net;

•COO may be not ignored,
as in Russia Japanese goods enjoy a good reputation, especially in terms of the
merits MUJI consider important: quality and design.